Summer Trainee ProjectMarket Research on Identifying

Micro SD Upsell opportunities and Consumer behavior

Sri Sri University

Name:Yogesh GupteRoll No.: 14PGGMSO74

Reliance Retail

• Reliance Retail established in 2006 (HQ- Mumbai) an operating subsidiary of the Reliance Industries Limited.

• Reliance industries is actually the largest conglomerate in India with annual turnover of US$35.9 Billion.

• Listed on 206th position in the Fortune Global 500 companies. Reliance Retail is actually the retail group of Reliance Industries Limited.

Reliance Digital

• Fastest growing consumer based electronic company in India. A subsidiary of Reliance Industries Limited. Product range are consumer durables and IT.

• 1st store was opened on 24th April 2007 in Delhi.

• Currently there are around 690 store across India in more than 150 cities.

• MD: Mukhesh Ambani & CEO: Brain Bade

• Revenue reaching around 610 million

Store classification

• Digital Express: India has around 225 stores while in Mumbai there are 12 stores

• Digital Express Mini: India has about 1020 stores.

• Reliance ResQ which caters customer sales service.

• iStore an apple portfolio with about 19 stores in India.

• Reconnect a private labeled brand launched in Oct-2011 with over 200 products

Product Line Categorization

• 1. ProductivityIT/Telecom Laptop, Printers

• 2. Entertainment

HDTV, Camera, Audio

• 3. Home AppRefrigerator, AC

• 4. EnhancementAudio, storage, accessories, lifestyle, gaming, peripherals, consumables,

health and fitness

Enhancement : Storage

• Flash

• Micro SD

• SD

• Pen drive

• On The Go (OTG)

• External HDD

• Seagate

• Western Digital

• Transcend

• Sony

• Toshiba

Micro SD: Product Segmentation

Micro SD Card Variants

• Capacity

• 8 GB

• 16 GB

• 32 GB

• 64 GB

• 128 GB

• Performance

Class Minimum Speed

2 2MB/s

4 4MB/s

6 6MB/s

8 8MB/s

10 10MB/s

Retail Store Business• Pros

• We provide end-to-end solution for customers, E.g. Storage, screen cards, power bank

• Most margin making business

• Range of products is larger in the stores

• Latest technical trend is attached and updated at stores

• Cons

• Inventory is high for less product life cycle

• Online products are offered at cheaper rates and wider variety to select.

• Range of products is larger in the stores

• Latest technical trend is attached and updated at stores

Market Segmentation

Online41%

Local Retail33%

Organised Retail26%

Why customers don’t buy MSD at Store?

Internal memory is adequate

Existing Micro SD card is sufficient

No Micro SD slot Any Other

How are Competitors positioned?

Croma24%

Vijay Sales17%

Kohinoor4%

Kings11%

Arcee8%

Hypercity21%

Ezone2%

Next9%

Metro4%

Primary Market Research on Consumer behavior

0

10

20

30

40

50

60

70

Same InvoicePurchases

Upgradation Cases Micro SD Owner Having ClassAwarenes

Yes No

Buying cycle analysis

• Interaction with customer and pitching

• Product selection

• Billing

• Demo

• Extended Warranty and Insurance

• Checkout

Observations and Recommendations

• Sales associates should be consistent during interaction even after billing process is completed.

• Product demonstration should be conducted by well trained experts.

• Billing process should be faster, customer friendly and hassle free.

Conclusion

• Positioning of Micro SD section near billing counter for better accessibility and purchasing.

• Training and educating store associates for pitching enhancement products to customers. Customers expects appropriate demonstration, assistance and personal touch from the sales associate.

Thank You